This Candy Is My Secret Weapon for Better Product Thinking
Not just a project—a living case study. Invented, formulated, branded, launched, fulfilled. Over 100 five-star reviews (and counting).
Role
Product Design/Founder
Industry
Food & Beverage (CPG)
Duration
8 months to launch
The Work
My Role
Everything. This is a solo project—from recipe to branding to fulfillment.
I handle:
Product formulation, sourcing & manufacturing
Customer research, testing, analytics
FDA & commercial kitchen compliance
Packaging design, marketing, promotions
D2C UX, Shopify setup, email flows
Customer service, fulfillment, sponsorships
Customer Research & Rollout
I started with recipe experiments—tiny test batches shared with friends, colleagues, and fellow designers.
The feedback was consistent:
“This stuff wakes me up like nothing else.”
I honed the formula (organic-sugar, spicy/sweet with a hit of sea salt),
and built the brand around what it does—not just how it tastes.
On the UX side, I treat Danger Snacks as a live case study in ecommerce optimization—
funnel tweaks, abandoned cart recovery, and CRO A/B tests.
Every click, review, and reorder is data.
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